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Most Contagious 2009 – Best of…

Morning!

I checked my emails this morning to find the much awaited Most Contagious 2009 report in my inbox. It was a nice surprise and definitely something you should read to remind yourselves what a fantastic year 2009 has been. You can download the 45-pages PDF here or you can read the slideshare document clicking the image-header above.

I’m taking the opportunity to put down some of the best highlights from the REPORT together with some extra content that have stood out during 2009:

  • Live Stream facility coming to YouTube, as seen with Alicia Keys and U2 special gigs. But also, the integration of a Facebook Chat facility on LIVE events  as it happened with the CNN LIVE on the Obama inauguration and the Michael Jackson funeral memorial.
  • We’ve seen more and more brands using new Emerging Technologies to create outstanding pieces of work. The NIKE Chalkbot is a perfect example –  A robotic chalking mechanism that receives, processes, prints, captures and delivers data (text, GPS coordinates and photographs). It received messages from anywhere in the world via Twitter to @Chalkbot, via an SMS shortcode, or from an entry form on wearyellow.com and printed them along the roads of the Tour de France in bright, LIVESTRONG yellow using 48 nozzles and vats of emulsified chalk. BakerTweet is one amongst many other tangible technologies using the Twitter API to create a rather useful tool. A London bakery called ALBION is using BakerTweet to tell their customers when the bread is hot and ready through Twitter. So customers know when they can come to the bakery and get the freshest bread. Check the video below:
  • The first real examples of Augmented Reality applications. As mentioned within the report, there have been way too many examples of brands/agencies jumping on the bandwagon to simply demonstrate a “look how cool this is and all this cool stuff we can do” attitude.  Possibly the handiest AR application of 2009 was the United States Postal Service’s Virtual Box Simulator designed by AKQA, San Francisco. The website-based app allows users to place their parcels inside a series of virtual boxes, calculating the precise size needed, and in doing so, saving them money on postage and tying in with USPS’ tagline of ‘If it fits, it ships’. Another really good example were the Topps’ 3D Live Baseball Cards. When scanned via a webcam, these produce miniature animated players in the palm of your hand or on your desk, which can then be controlled to play a series of simple batting and pitching mini-games.
  • Motion Sensor Technology integration with AR. See the Fashionista demo-video below to understand more. I honestly believe that we are going to see a lot more exciting projects using this technology; definitely something to keep in mind dear marketeers!
  • In terms of campaigns (some of them featured within the report), imho the ones below are definitely the top 10 to remember:
  1. Compare the Meerkat
  2. The Best Job in The World
  3. Walkers Do Us a Flavour
  4. Axion – Concerts in a Banner
  5. V Australia – 4320:LA & 4320:SYD
  6. Tampax – Zack 16 (website/blog)
  7. Air New Zealand – Nothing To Hide (website)
  8. Sprite – Green Eyed World
  9. VW – The Fun Theory
  10. Coca Cola – Expedition 206 (website)
  • 2009 has been a very ‘profitable’ year for Mobile Branded Applications as well – mainly for the iPhone but there’s definitely more to come for the Android and the rest of mobile OSX. The best ones below:
  1. Nike ID
  2. Absolut Drinkinspiration
  3. Pizza Hut
  4. ZipCar iPhone App
  5. Prius App
  6. VW Golf GTI Competition App
  7. ING – ATM Locator
  8. The Guardian
  9. Ocado
  10. Tide Stains Tips

Make sure you read Johnny Makkar’s blog at Attention Digital and take a look at his extensive spreadsheet of branded iPhone apps.

  • 2009 has also seen the very first ‘Digi-Novel‘ being launched into the publishing industry. Called ‘Level 26’, this is a trilogy produced by the CSI creator Anthony E. Zuiker. The first novel, Dark Origins, is the very first book that drives users to a comprehensive site with exclusive interactive cinematic content. Zuiker claims: ‘Level 26 takes the best features of books, film and interactive digital technologies and rolls them all into a unique storytelling experience’. I really hope that this is only the beginning for content to be available on different media and initiate richer branded user experiences using interaction through different engaging platforms.

  • As I predicted at the end of 2008, Crowdsourcing has indeed had a major push however it still hasn’t reached the mainstream level I was expecting. MySturbucksIdea, Threadless Twitter, Marmarati, Walkers Do Us a Flavour and Fiat MIO are just some of the brilliant examples of how important your community can be to the development of new services and products. I mentioned RYZ last year, however I’d still like to advertise it as it’s still one of the best crowdsourcing community to create trainers I’ve ever seen around the web… get on there!
  • The astonishingly well-known T-Mobile FLASHMOB advert has initiated a bunch of other brands using the same promotional technique hoping to reach those ‘viral charts’. Some of the ones which have managed to do so…
  1. Antwerp – Sound of Music
  2. Bondi Beach
  3. Sony Central Station Mannequins
  4. Oprah 24th Anniversary
  5. Just Dance Sky1 -Diversity
  6. Elf Yourself in NYC
  • 2009 has definitely been THE year for Facebook! With more and more brands understanding the platform and initiating conversations with their fans, the biggest innovation must be Facebook Connect which allows users to log in with their Facebook credentials on any website whose settings enable users to do so. Since the API was made publicly available, a lot of brands have been using it very avidly – either implementing the facility within their official website log-in sections or developing bespoke campaigns using the new tool. Some Log in examples are available at Dada.it, the Hffington Post, Vimeo and Joost. From a creative point of view, there have been many useless and superficial ways of using the tool however the very best implementation was the one used for the PROTOTYPE Game trailer. I’d highly recommend for you all to give it a go here and read some more examples here!
  • Last but not least, I can’t really say that 2009 has been the year of Virals in itself as it’s not a NEW trend. However, as it happens every year, there have been some really good ones; below the ones I think have stood out…
  1. SIGNS by Schweppes (Amazing story/Emotional Value)
  2. Inspired Bicycles (Entertaining Content/Value)
  3. Audi Electricity Untamed (Entertaining Content/Value)
  4. Transformers Sightings (Curiosity)
  5. MSI Acrobutt (Entertaining Content/Value)
  6. All the Single Babies (Amateur Content gone Viral)
  7. The Apple Store Kid (Amateur Content gone Viral)
  8. Samsung Claymation (Very Good CGI)
  9. Cloverfield (Curiosity)
  10. Diesel XXX (Entertaining Content/Value)

And obviously, probably the most watched video of all time, the JK Wedding Entrance

I shall leave you with that and very much hoping that 2010 will be as amazing as 2009 has been…

Happy Making peeps!

E./

 

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Brave Smart Campaigns …

Hey peeps

I hope you are all keeping well. I’m sorry if I haven’t managed to write some more stuff in the past few days but it’s been extremely hectic. I’ve seen some amazing creative and strategically well thought campaigns this month and below you can find some of the ones I personally consider the best.

The first one is the latest by Skype called the Phone Box Experiment. Once again, through an experiential approach to their marketing initiatives, they enable users to understand the real benefits of using Skype to make cheaper international calls. Check the video below to understand what I’m talking about….

I wonder how many people will actually get to call him as you need actual Skype credits to make the call…. which I don’t – I believe that’s also part of the strategy to get first timers to buy credits, no?  The campaign has been put together by The Viral Factory.

The second one I wanted to showcase was the $500 campaign by Opticana by McCann Erickson in Israel.

The campaign is another example of ‘brilliant creative thinking’ and definitely something that I’m sure every person in my industry has thought about at least once…(the meerkat being another genius example playing with keywords) Campaigns like this definitely make you wonder if you really need $150,000 to produce an high-impact national campaign eh?

Last but definitely not least, it’s the experiential AR/Social Game put together by the Canadian MacLaren McCann group for the launch of HALO 3 ODST. The guys developed a very ambitious offline/online experience mainly aimed at geeks and game-addicts. Watch the video below to understand the campaign and see the results.

Generally speaking, the end results are not that impressive at first. However if you start thinking that it was mainly targeting the gaming community of Toronto – I’d have to take my hat off… Thumbs up for taking such a brave step, the agency is definitely proving to be extremely efficient in putting something like this together, as it’s definitely not an easy thing to do (especially the bit where you need to sell it into the client I believe… ?) ;O)

Cheerio folks…

Enzo

 

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Magntize: Make Yourself An Awesome v-Card

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I’ve got to give some credit to these guys who have developed this fantastic new tool to create virtual business cards.

More than a business card you are actually given the chance to create a very personal landing page, including short bio, links to all your personal social spaces (automatically creating a stream from all your content as well) and a tool to allow people downloading your v-card.

It’s not a groundbreaking idea as there’s other people who have done this before like cardl.ly or dooid, however the design and implementation on the site are just out of this world…fantastic design, awesome templates and a flawless structure!

Also, if you didn’t get it, you get to have all this for FREE. However, if you’re willing to pay the $9 a month for premium membership, you can also get:

  • a custom domain
  • access to some cool premium themes (which you can preview)
  • CV upload/download functionality
  • an iPhone version of the site
  • a personal RSS feed
  • an email address people can reach you on – transferring content to your real one!

I can definitely see the benefit of having such an awesome looking v-card, especially for the ones who have no web-design skills whatsoever… and I can already imagine a lot of friends and colleagues who would find this tool extremely useful.

You can see mine here : http://thisisenzo.magntize.com/

Well done chaps!

E/.

 
 

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The Antwerp Fashion Weekend

Picture 54

 

 

 

 

 

 

 

 

 

 

I am terribly excited about this weekend as it sees the first ever ‘Fashion Weekend’ in the city of Antwerp.
I will be joined by 9 fantastic European Fashion bloggers who will be having a fun packed fashion-themed weekend in one of my favourite European cities.

Make sure you check out the newly launched site ‘Shopping in Antwerp‘ – Once in there, click on THE HUNT on the top right corner and you’ll be able to read more about the event and see the bloggers who are taking part.

Also, you can join the conversation and enjoy all the content from the event simply becoming a fan of the Facebook page we’ve put together for the program.

If your ‘forte’ is either fashion, food, diamonds or architecture – Antwerp is definitely the city for you!

Ciao,

Enzo

 

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Figaro Digital – Social Media Seminar

Hey guys

I am very much looking forward to cover this event live, I will be blogging from the Hospital Club using CoverItLive

You can follow the updates clicking the link below:
Click Here

I will make sure I embed the whole coverage once is over into the blog

Cheers
Enzo

 

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The future is bright…

Picture 14Last night I had the great opportunity to sit within a judging panel at the University of the Arts London (London College of Communication) where students had been asked to showcase their own visions for an advertising poster to promote the London 2012 Olympics.

Because I was approached by the Olympics’ social media team  few weeks ago for a bloggers’ tour of the Olympic Park (which was awesome) and also because being myself a big follower of the Games and a massive fan of their current actvities, it was rather odd, and of course a rare coincidence, to be judging on such topic!

With me on the panel there were Claire Tritton, Account Manager on Ford Europe at Ogilvy, and Deborah from ERM Recruiting (both ex-graduate at LCC)

We had around 30 entries in total to go over and analyze – which wasn’t too bad at all! While some tried too hard to impress, not exactly meeting the brief, and with some others not really getting a clear message across – the ones which stood out definitely had a very clever approach to the brief with some very good thinking/strategies behind them (some of them quite impressive actually).

Apart from the winner entry (picture above in the title) which had a very straightforward and insightful message above and beyond the simple concept itself (ask away), two very good ones I remember were a Blackberry Sponsorship-Ad trying to reposition the smart phone as an entertainment device (therefore fighting for a piece of the iPhone’s market share) and the ORANGE one, where the heritage of ‘Building a Brighter Future’ embodied perfectly both the brand and the Olympics’ values with an hopeful message in bringing people together in such horrible times (economic downturn)

Overall the evening was great, very good to meet some ex-graduates who are doing exceptionally well in the industry, a very good catch up with some ex-tutors, and definitely an excellent and hopeful glimpse into what such young talents have in hold for the future of our industry

I will be posting all the entries on a designated Flickr group once I have them all in, it would be great to hear your opinions

Any questions, give me a shout! To all the students who were part of it, a very well done to all of you out there and good luck with the rest of your course…

Cheerio and be in touch

Enzo

 
 

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Sunny Side Up – 15th May

Last week’s slide now below

As usual, if you have any questions, give me a shout

Enjoy it!

Cheers
Enzo

 
 
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